Be Smart About Art

Making it as an Artist in the 21st Century: NEW #besmartaboutart one-month course [part 1]

Online course for emerging to mid-career artists

Date: June 15, 2017, 8 p.m. - July 13, 2017, 9:30 p.m. UK time (see time converter)

Location: Online - your computer, tablet or smartphone will all work!

Speakers: Susan Mumford

Price: Early Bird 215 USD / 165 GBP. Full ticket 250 USD / 195 GBP. Bonus for BSAA Members!


This 8-part professional development course is designed for artists at any stage of career who are ready to take their practice to the next level in a rapidly changing industry. Sessions will be led by Susan Mumford, Founder of Be Smart About Art, complimented by several guest experts. 

The experience: The core course is comprised of 4 live webinar webinar sessions using our favourite online platform Zoom (1.5 hours each, including Q+A) AND a Q+A session with all participants in September, to kick-off the new art season. Each session is accompanied by pre-session resources, and followed by homework to be completed. Recordings of these live sessions will be made available via the online course platform (Ruzuku) so that you can watch and listen if you missed the live workshop OR want to reinforce the learning and catch anything you missed the first time around. Recordings will be available to all course participants for replay until 30th September 2017. 

In addition to the sessions themselves, the course's online forum will enable you to get additional insight from Susan as well as bounce ideas off fellow artist participants throughout the course, including the summer period. By actively engaging, you learn even more AND develop your peer network, which is your most important community in your art career. The more you put in, the more you get out. [And note that learning to professionally network is a course element :-).]  

Plus: you'll receive special bonuses! Details are yet to be revealed. For now, we'll give you these hints: There will be two pre-course bonuses to get you ready to make most of the course. Plus, there will be a post-course bonus session to help you maintain a positive mindset in the weeks, months and years to follow. 

How to sign-up: Reserve your place via this Eventbrite page - and be sure to book your place early to take advantage of the Early Bird Discount! The Early Bird pricing applies to the first 21 attendees to register.

How to register for the online course platform and get access to bonus sessions to get started early: ALL signed-up participants will be emailed an access link by June 8th. 

Eventbrite registration ends on Wednesday, June 14th at 6.59pm EDT / 11.59pm BST. All participants will receive a final email with access link to the online platform on the afternoon of Thursday, June 15th, before the first live session that same day at 3pm EDT / 8pm BST. 

How to complete your course booking after paying the deposit to reserve your place:  
After you've reserved your ticket, which includes payment of the $50 USD deposit (Eventbrite enables one currency so we're using USD for accessbility to clients around the world), you will receive a confirmation link with details for setting up payment.

Your payment options:

Early Bird: USD --> $215 course total. After the $50 deposit, you can make a single payment of the remaining $165 OR register for 3 x monthly payments of $55 each. 

Early Bird: GBP --> £165 course total. After the $50 deposit, you can make a single payment of the remaining £127 OR register for 3 x monthly payments of £42.33 each.

Full Ticket: USD --> $250 course total. After the $50 deposit, you can make a single payment of the remaining $200 OR register for 3 x monthly payments of $66.66 each.

Full Ticket: GBP --> £195 course total. After the $50 deposit, you can make a single payment of the remaining £157 OR register for 3 x monthly payments of £52.33 each.

BSAA Member Bonus! 

Note that all participants who are BSAA Members at the time of signing up and throughout the course are entitled to a half-hour one-to-one session with Susan in July / August 2017, following course completion. This will be facilitated by the Zoom platform (unless otherwise arranged). 

Not yet a Member? Check out details and sign up! 

Continue reading below to see what will be covered throughout the course...

About the course leader: Susan Mumford is a game-changer in the 21st Century art world. She’s an entrepreneur, gender equality advocate, mentor, speaker / moderator and author. While running a gallery in Soho, London, she founded the Association of Women Art Dealers (AWAD), a non-profit trade network with multiple international chapters. She subsequently started Be Smart About Art, a professional development and membership organisation that helps art world professionals thrive in a changing industry. In late 2015, her first book was published: Art is your life. Make it your living. She’s frequently seen on stage talking about the business of art, the art of business, and gender equality in the realms of art and business.  



Session 1 (live webinar Thursday, June 15th 3-4.30pm EDT / 8-9.30pm BST):

How to make a living as an artist? 

Areas to be covered:

  • Business Models for artists 
  • Q+A with Susan 
  • Special guest appearance... Details to be announced soon! 

More details coming soon... 


Session 2 (live webinar Thursday, June 22nd 3-4.30pm EDT / 8-9.30pm BST):

Making Mula! 

Areas to be covered:

  • Income streams
  • Pricing art, goods and services
  • Profitability (including commission split with galleries, online galleries, art consultants, interior designers, artist fairs, art prizes and more) 
  • Q+A with Susan 

More details coming soon... 


-- Breather Week! This is your opportunity to catch up, take stock and to work ON your business before the third session the following week. 


Session 3 (live webinar Thursday, July 6th 3-4.30pm EDT / 8-9.30pm BST):

What makes you YOU, and how to be taken seriously as a Professional Artist? 

Areas to be covered:

  • Clarity of Creative Practice - and how to communicate this to the world 
  • Establishing your Brand Identity, including how this translates in communication online and offline
  • Establshing credibility, from LinkedIn to your website 
  • Online presence in 2017 (incorporating your website, social media, email marketing and third-party selling platforms) 
  • Q+A with Susan 

More details coming soon... 


Session 4 (live webinar Thursday, July 13th 3-4.30pm EDT / 8-9.30pm BST):

Establishing your place and building a targeted audience

Areas to be covered:

  • Growing your mailing list (online and offline) 
  • Building a professional network
  • Clarifying your audience (categories: current clients, prospective clients, introducers / partners, media and ambassadors)
  • Engaging your audiences 
  • Q+A with Susan 

More details coming soon... 


Sound amazing?! The best way to make the most of this online course is to put effort into being active. No matter how much information we provide, it's up to YOU to turn learning into reality, for the benefit of your ever-developing art career. 



What if I can’t make some of these dates? Or if I have to miss part of the day?

All the sessions will be recorded and posted on the day of the live session, for you to watch whenever you like, if you are unable to join our sessions live. When you join you will have access to the recording and our online community for 5 months, until the end of July 2016. Susan Mumford will answer any questions posted in the forum until 14 days after the last live session, thereby giving you additional time to watch and replay sessions.

If I'm not in the USA or UK, may I participate?

Yes absolutely! 

Be sure that you join us at the right times. Check out The World Clock for a time converter. 

What is the refund policy?

You can get a full refund for this course until Wednesday, June 14th. Just email us in writing with the reason of your cancellation, and we return your fees within 48 hours. Once the course has started we are unable to provide any refunds.

Where can I contact the organiser with any questions?

If you have any questions, please get in touch via email at 

Please put in the subject line: 'Question about 10-week online course' so that we know to help you sooner.

Find out more about our programme and how we support creative professionals: